IRL Digital Ltd

IRL Digital Ltd, trading as IRL Merch, is a United Kingdom-based merchandise company that builds and operates end-to-end merchandising programmes for creators, artists and brands. It was co-founded by Martyn Lester together with the YouTube personalities Dan Howell and Phil Lester (known as Dan & Phil), who had already built a highly successful merchandise operation of their own and wanted to apply those learnings and industry connections to help other talent do the same. The company positions itself as a full-package partner rather than a simple supplier. According to its own materials, IRL handles creative branding, product design, manufacture, omni-channel sales and fulfilment, and also builds personalised client websites, organises photoshoots, produces promotional content and promotes products through its own social channels. It emphasises a personal, transparent relationship with clients — no upfront or hidden costs, transparent sales reports and monthly earnings summaries — and a creative approach that has extended beyond conventional apparel into unusual items such as artisan tea blends, custom plushies and chocolate advent calendars. IRL Merch operates distribution points in the United States and Europe and states that it has shipped more than 880,000 products to fans in over 50 countries. It highlights record-breaking sales on world tours and technology capable of handling 50,000 simultaneous shoppers without dropping a sale, as well as selling out hundreds of items within minutes. Beyond online retail, the company supports events ranging from large conventions to boutique pop-ups, and offers tour support for top talent. Its service lines are grouped into production, digital content, events and tour support. The company remains privately held and continues to seek new creators to join what it calls the IRL family.

IRL Digital Ltd was co-founded by Martyn Lester together with the YouTube creators Dan Howell and Phil Lester, known collectively as Dan & Phil. The founders had previously built what the company describes as an uber-successful merchandise empire of their own, and they established IRL to apply those learnings and industry connections to help other brands and artists achieve similar results. From its base in the United Kingdom, the company developed a full-service merchandising model covering creative branding, product design, manufacture, omni-channel sales and fulfilment. It also built out digital capabilities, designing and hosting personalised client websites, producing promotional content for social media and running newsletter services to build customer communities. IRL Merch expanded its physical footprint with distribution points in the United States and Europe, enabling it to serve fans internationally. The company reports having shipped more than 880,000 products to fans in over 50 countries, and cites record-breaking sales on world tours. Its technology platform has been highlighted for handling 50,000 simultaneous shoppers without dropping a sale and for selling out hundreds of items in minutes. Beyond online retail, IRL has supported events ranging from large conventions to boutique pop-ups, creating creative retail spaces and offering cross-promotion through IRL Merch spaces. It also provides tour support for top talent. The company continues to operate as a private business and actively recruits new creators to its roster.

• IRL Digital Ltd co-founded by Martyn Lester and Dan & Phil

• Established distribution points in the USA and Europe

• Shipped more than 880,000 products to fans in over 50 countries

• Technology platform handled 50,000 simultaneous shoppers without dropping a sale

Full-service, creative merchandise partner for creators and brands, emphasising transparency, personal relationships and global fulfilment.

• Apparel and clothing

• Custom couture

• Accessories and ornaments

• Custom plushies

• Artisan tea blends

• Chocolate advent calendars

1. 1Brand you | IRL Merchirlmerch.com
2. 2Services | IRL Merchirlmerch.com
3. 3IRL Digital Ltdwikidata.org